Marketing Channels Effectiveness in Iran: an Overview

Mehrdad yahyavi


Marketing plays very important role in corporate sectors. The result of this study shows that dealers, wholesalers and retailers of electronic home appliances and the individual group of customers are concerned, the researcher presents the research results for each group separately and then for total market.
The findings obtained from the analysis of information (Data) regarding the dealers of durable electronic home appliances are as follows:
1. Employees employed by dealers do not have adequate technical background while dealers have sound experience in the field of marketing and distribution. This is a strong point here.
2. Pricing system does not have any uniformity and rationale. Pricing system varies with the manufacturer, dealer or with the syndicate of dealer. This eventually affects the marketing of products.
3. Dealers guess the demand only through the customers and their choices/tastes/needs.
4. Manufacturers choose the dealers by appraising their financial status and this makes the market more monopolistic than competitive.

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